We knew digital advertising could allow us to test, learn, and optimise in real time. Using Facebook and Instagram ads, we designed and tested different messaging to explore potential usage occasions and audience demographics. Each ad was crafted to capture a unique occasion and connect with a relevant audience segment, aiming to drive awareness, prompt trial, and differentiate Table of Plenty’s product from competitors.

Solution
Starting broad, we refined our messaging based on performance, optimising ad spending to highlight the messages and audiences with the highest engagement. Each ad is linked to a dedicated landing page with an option to click through to Woolworths online, enabling us to track purchase intent effectively. We identified the strongest-performing messages within four weeks and clarified a defined target audience. Armed with these insights, Table of Plenty was able to present Woolworths with a solid strategic direction, keeping the product on their shelves.